Paolina Russo, the London-based fashion label shortlisted for the 2023 LVMH Prize, has worked with digital fashion platform Sknups to translate three key looks of its fall 2023 collection for Roblox, an online game platform with more than 65 million daily active users.
Launching Thursday, the collaboration will be accompanied by an installation at Dover Street Market London.
Russo, who heads her namesake label together with Lucile Guilmard, said: “Our work is heavily inspired by gaming and online universes. Roblox is a massive world, closely related to building, making, and community — themes that deeply resonate with our work.”
Through the partnership, facilitated by 1 Granary, the London-based education and design platform born out of a Central Saint Martins student-led magazine, the brand will add new looks on Roblox each season.
The inaugural offering include the virtual versions of a merino wool gradient illusion knit turtleneck and maxiskirt, a rainbow crossover top and skirt set, and a Lycra-printed long-sleeve top and legging.
Charlie Thomas, cofounder and creative director of Sknups, said the virtual garments were achieved by multiple Roblox user-generated content creators to harness the potential of Roblox’s latest layered clothing technology and avatars.
“Our goal was a full digital immersion into the Paolina Russo brand by combining layered clothing with hair, accessories and environment to deliver an experience that would resonate with fans of Paolina Russo and the Roblox community. The initiative serves as an example of how digital spaces can help young designers reach new audiences and develop new revenue streams, also reflecting the sustainability ambition that is integral to brands today,” he added.
Olya Kuryshchuk, founder and chief executive officer at 1 Granary, noted that it’s imperative for young brands to explore new practices and revenue models beyond the traditional wholesale.
“The digital realm offers boundless possibilities and accessibility, especially when coupled with a tangible experience,” she added.
Virtual fashion has been a key part of Roblox, as it’s fuel for 38 percent growth in revenue this past quarter, per the gaming developer’s earnings report earlier this month.
According to Roblox’s 2023 Digital Expression, Fashion & Beauty Trends Report, which surveyed 1,500 members of Gen Z in the U.S. and U.K., the influence of virtual fashion on Gen Z has deepend.
The survey showed that 84 percent acknowledged that their avatar style inspires their physical style to some degree, including 54 percent who are extremely inspired by avatar fashion. Fifty-six percent consider how they dress their avatars to be even more important than how they dress themselves.